個案分析: 精品農業行銷平台商業模式分析

Abstract

This research was to discuss the value that an innovative marketing platform could create between supply and demand in luxury food market in Taiwan. Through analyzing business models of case companies and discussing the differences in strategies between case companies to found out how a channel added their uniqueness, business and design element, etc. to an agricultural product and built their brand awareness. This thesis would be an exploration study of local cultural industry. The characters of local culture industry from literature, secondary data, news and magazines would be induced to analyze innovative practices of case companies. This research positioned an agricultural marketing platform as a “bridge” between farmers and markets which developed unfound supplies and demands of food market. It set out to determine the value a marketing platform could create in value chain through adopting different aspect in culture marketing and building different kind of customer experiences. Using resource-based theory and two start-ups that already got some performances, which were Green in hand and Hohands as the case study. Findings from the case study as below: First, innovative agricultural marketing platforms had differences on culture marketing style, the customer experiences. But had common on applying e-commerce to create new channels for small farmers and had built strong sense of identity to a certain place. Second, the value a marketing platform create for supply side were: identify the potentials of farmers and offer a good condition to farm, helping commercialize an agricultural products and extending the product lines from original product, find the trend and decide the target market and create the brand image and awareness. Then, the value a marketing platform create for demand side would be: create new market, create a seasoning trend, built up a special atmosphere of local place and built up a social group with strong sense of identity. Finally, the case study findings pointed out an opportunities for highly cost-oriented agriculture products. The conclusions suggest that the theory has practical value in highly competitive industries with high influence from external environment.

This research was to discuss the value that an innovative marketing platform could create between supply and demand in luxury food market in Taiwan. Through analyzing business models of case companies and discussing the differences in strategies between case companies to found out how a channel added their uniqueness, business and design element, etc. to an agricultural product and built their brand awareness. This thesis would be an exploration study of local cultural industry. The characters of local culture industry from literature, secondary data, news and magazines would be induced to analyze innovative practices of case companies. This research positioned an agricultural marketing platform as a “bridge” between farmers and markets which developed unfound supplies and demands of food market. It set out to determine the value a marketing platform could create in value chain through adopting different aspect in culture marketing and building different kind of customer experiences. Using resource-based theory and two start-ups that already got some performances, which were Green in hand and Hohands as the case study. Findings from the case study as below: First, innovative agricultural marketing platforms had differences on culture marketing style, the customer experiences. But had common on applying e-commerce to create new channels for small farmers and had built strong sense of identity to a certain place. Second, the value a marketing platform create for supply side were: identify the potentials of farmers and offer a good condition to farm, helping commercialize an agricultural products and extending the product lines from original product, find the trend and decide the target market and create the brand image and awareness. Then, the value a marketing platform create for demand side would be: create new market, create a seasoning trend, built up a special atmosphere of local place and built up a social group with strong sense of identity. Finally, the case study findings pointed out an opportunities for highly cost-oriented agriculture products. The conclusions suggest that the theory has practical value in highly competitive industries with high influence from external environment.